All proper, so that you launched your most up-to-date advertising and marketing marketing campaign, promoted it with an eagerness you didn’t know you had, and juuuust as you’re unwrapping your celebratory Snickers bar at your desk, lead gen Greg seems to ask when you possibly can crank out the subsequent one.
…The subsequent marketing campaign that’s. He’s not enthusiastic about your Snickers bar.
Each month, you possibly can scramble to tug collectively a advertising and marketing marketing campaign to fill your pipeline with leads, however I believe you’ll agree it’s excessive time you cease winging it.
It’s far more efficient to plan out your efforts properly prematurely and create goal-driven campaigns that direct prospects easily by means of your advertising and marketing funnel from consciousness to buy.
On this put up, we’ll define 4 strategic campaigns you possibly can run for various phases of the funnel, and the touchdown pages you’ll have to construct for ‘em. We’ll even showcase some Unbounce landing page templates you should utilize to ship these infants out shortly (as quickly as you’ve obtained the content material items to make all of it occur).
To start out, you’ll need to run…
1. The Viewers-Constructing Marketing campaign
This marketing campaign’s function is straightforward: earlier than you attempt to promote to anybody, you have to make it recognized that you just exist and present that you just’ve obtained lots of worth to supply.
What higher approach to try this than to advertise the free however extremely worthwhile content material you publish in your weblog?
To this finish, you’ll need to construct a devoted touchdown web page designed to get of us to decide in to your subscriber record and obtain common weblog and content material updates from you. For instance, right here’s a e-newsletter subscription marketing campaign in motion from Gumroad, an organization that helps artists promote on to their viewers:
Gumroad A/B examined quite a lot of touchdown pages to study extra about what incentivized their viewers to transform. The successful web page now converts at a whopping 19.05%.
Jessica Jalsevac, who works on development for Gumroad, reviews that this touchdown web page has helped improve signups by 10% over what they had been final April, and it continues to generate about 5% of their month-to-month e-newsletter signups. As she places it:
It’s extremely worthwhile to have a devoted “house” for our e-newsletter that we are able to point out in interviews, shows, visitor posts and extra.
Like Gumroad, you may discover that together with an additional incentive (within the type of a free report, e book or case examine) helps propel folks towards conversion.
By A/B testing three totally different variations of their e-newsletter touchdown web page, Gumroad was capable of decide which content material angle transformed extra subscribers – which even helped inform the model’s e-newsletter content material technique going ahead.
Gumroad discovered that potential prospects had been much less enthusiastic about ideas and tips on viewers constructing and had been extra enthusiastic about case research and listening to from fellow creators, as evidenced by the successful variant’s copy.
You don’t want to begin from scratch!
When constructing your e-newsletter marketing campaign, check out one of many lead gen landing page templates in Unbounce. Taking a look at The Moss template beneath, you possibly can see it’s optimized for lead generation, and with just a few fast customizations (add your personal profit copy, swap out some key photos) it simply turns into an opt-in web page on your e-newsletter or weblog.
Bonus: like each template supplied by Unbounce, it’s cell responsive.
Notice that you just’ll need to construct touchdown pages for one subscription channel at a time.
Don’t immediate folks to subscribe to your weblog and your e-newsletter on the identical touchdown web page. For optimum outcomes, choose one subscription channel and run that marketing campaign with clear, benefit-focused copy.
After increasing your potential viewers, it’s time for…
2. The Convey-Your-Road Cred Marketing campaign
Now that individuals are conscious of what you do, it’s time to indicate them the way you do it finest.
This subsequent advertising and marketing marketing campaign is all about demonstrating what’s distinctive about your unique value proposition: serving to you stand out in your {industry} and turning into top-of-mind for prospects who’re purchasing for an answer to their drawback.
Providing a bigger, extra in-depth piece of content material similar to an e book is a good way to realize this. Take a look at how Monetate, a platform for multichannel personalization, gives up their sensible ebooks:
Monetate began with a clean web page in Unbounce to kickstart their spiffy lead gen marketing campaign. As a result of they write tremendous focused and industry-specific content material, their prospects received’t hesitate to trade their contact data for this worthwhile data.
Within the case of an e book or whitepaper marketing campaign, credibility is what you’re striving to speak – of us need to imagine your content material is value their whereas or they’ll bounce.
This credibility could be conveyed in quite a lot of methods in your touchdown web page. You’ll be able to craft particularly persuasive bullet factors outlining precisely what of us can count on to study out of your content material, however you may also incorporate some influencer advertising and marketing right here.
When creating your e book, think about together with quotations or chapters from {industry} specialists or influencers. This fashion you possibly can embody a piece in your touchdown web page highlighting the specialists included within the useful resource. The credibility sure specialists carry is usually a big incentive on your audience to obtain your content material and may help them clearly see its worth.
Working your personal e book marketing campaign?
To get began, check out Unbounce’s Lido template:
…or head over to the Themeforest marketplace and snap up the MYbook template:
And don’t overlook to sprinkle in some influencer advertising and marketing for the perfect outcomes. 😉
3. The Edutainment Marketing campaign (AKA the webinar sequence)
Whereas ebooks and different items of premium content material assist construct your credibility, it’s at all times a good suggestion to take your instructional content material to the subsequent degree by making it slightly bit extra immersive.
Why not get your audience to have interaction straight with an actual individual out of your firm? A webinar sequence is ideal for serving to prospects set up a reference to the folks behind your model.
Webinars are additionally a really pure option to plug your product.
On the finish of your instructional presentation, take an additional quarter-hour to speak about how your services or products may help a possible consumer meet the objectives mentioned within the content material.
Kissmetrics is aware of precisely easy methods to run a webinar marketing campaign. They’re well-known for working tons of high-quality webinars, with the recordings out there for obtain on their website at any time.
Right here’s an instance of considered one of their webinar lead gen touchdown pages:
When working a high-converting webinar marketing campaign you’ll need to anticipate your prospect’s objections to attending and deal with them on the touchdown web page.
For instance, when Unbounce runs a webinar, we would like entrepreneurs to have the ability to make the most of the content material even when they will’t attend stay. To that finish, we embody the next line on our registration touchdown pages:
Even should you can’t make it to the stay session, register anyway and we’ll ship you the recording.
This straightforward line helps counter any objections that folks may need to signing up.
The final word webinar template
Working a webinar? Check out the how-to webinar template in Unbounce:
As with all of Unbounce’s templates, you possibly can customise every thing right here to make this web page all your personal.
For those who run webinars as lead gen campaigns pretty typically (and also you most likely ought to – in 2014 they were our #1 marketing channel for brand spanking new prospects), selecting a easy template like that is useful.
All you must do is swap out your audio system, descriptions and dates every month. This implies you possibly can focus your consideration on creating excellent webinars (with actionable takeaways) fairly than making an attempt to good a web page design.
4. The “Right here, Have a Low cost!” Marketing campaign
After constructing your viewers, demonstrating your credibility and giving of us the chance to study from an actual individual at your organization, you can begin inching of us towards the top of the funnel – towards that candy, candy conversion.
Yep, it’s time to immediate a demo, a free trial or give away a coupon as a particular low cost (learn: incentive!).
For example, try this touchdown web page by Spud, a supply service for natural groceries:
On this marketing campaign, they provide 50% off a one-time trial of their service. You merely fill out the contact kind to assert your supply on the discounted charge. It’s depraved smaht.
The important thing to this marketing campaign is to provide a reduction that fuels one other, more-commitment-heavy advertising and marketing motion additional in your funnel.
By providing a trial, low cost or session, you ignite curiosity and open up the potential of following up later to immediate a bigger dedication (after prospects have already had a brilliant optimistic expertise).
For working your personal low cost marketing campaign…
Check out the A La Carte lead gen template in Unbounce!
This design locations emphasis on offering your e-mail in trade for one thing worthwhile (which, on this case could be your coupon or low cost code).
Simply swap out the hero shot with one thing related to your provide, and add or take away the web page sections as wanted. As an alternative of “Get free recipes,” your CTA ought to learn, “Declare the coupon,” or one thing super-specific like, “Declare 15% off.”
No matter you do, don’t overlook to check!
A way to the insanity
Your purpose with establishing strategic campaigns is to guide of us by means of your funnel. Begin by working campaigns with small buy-ins like a e-newsletter subscription and go together with extra commitment-heavy gives from there.
Then optimize your campaigns at each stage of the funnel. The extra leads you possibly can accumulate and nurture up high, the extra you possibly can impression income down the road.
So cease winging it.
Make it your private mission to run the 4 campaigns shared right here, and make a acutely aware choice to A/B take a look at the heck out of ‘em. You’ll be sure you begin filling your funnel extra simply and also you’ll have campaigns addressing a number of phases of the client journey.
Better of all? You’ll have a pipeline perpetually crammed with leads.